The Direct Mail Solution

Provides tips and guidelines for effective direct mail marketing techniques, using real-life business campaigns to show how to build a results-producing promotional campaign for new business and sales.

Auteur

Craig Simpson has managed thousands of direct mail campaigns and grossed hundreds of millions in revenue for his clients over the past 15 years.

Texte du rabat

FACT: MORE COMMERCE AND WEALTH IS CREATED BY DIRECT MAIL THAN BY ANY OTHER MEDIA (true before the internet and true now)

Direct mail marketing specialist Craig Simpson, joined by millionaire maker Dan Kennedy, unleashes eye-opening facts about the power of direct mail, including this: IT PAYS. Benefiting from their combined 30 years in direct marketing, Simpson and Kennedy reveal how to build a powerful, results-generating campaign that literally pushes the envelope to get you 10X more business and sales.

Résumé
Reported in 2013 as the marketing channel that "delivers the best ROI for customer acquisition and retention" by Target Marketing's Seventh Annual Media Usage Forecast survey of B2C, direct mail is surprisingly outdated and under-represented on the marketing bookshelves for small business owners -- authors Simpson and Kennedy change that.

Contenu

Introduction: How I Started Making Money in Direct Mail – And How You Can Too!
My Life in Direct Marketing - A summary of the author's experience and lessons learned
Now It’s Your Turn - A motivational message to the reader

Chapter 1: Direct Mail Basics and Creating the Perfect Sales Piece
AIDA - Famous sales piece formula: Attention, Interest, Desire, Action
How Long Should a Sales Piece Be? - Discussion of pros and cons concerning length
The Elements of a Sales Piece - Analysis of essential parts of a sales piece
Make the Most Out of Every Part of Your Sales Piece
Adding Spice to Your Sales Piece
What If You Don’t Want to Write Your Own Sales Piece? - How to work with a professional copywriter

Chapter 2: Mailing Lists and Segmentation
Types of Mailing Lists
House File
Rented Lists
How to Find the Right Mailing List
List Brokers / Managers / Compilers - Working with list professionals
The Data Card – Your Source for List Information - How to find the information you need to decide whether to rent (or buy) a particular list
How to Turn a Marginal Mailing List Into a Great One - Getting the most out of a mailing list by knowing how to select names

Chapter 3: Expanding Your Mailing Universe
Increase Lifetime Value By Building an Ongoing Relationship With Your Customers - An explanation of what Lifetime Value is all about
Issues Concerning Lifetime Value
How Lifetime Value Can Directly Impact the Size of your mail Campaigns
Expanding Your Lifetime Value
Cost Per Order / Cost Per Acquisition - How to calculate these critical numbers
The Secret to Rolling Out to Millions of Names by Increasing Lifetime Customer Value

Chapter 4: Tracking Your Mail Campaign
Track the Number of Leads/Orders - How to track responses to a campaign to see what worked, what didn't work, and whether the campaign was worth the effort
List Segmentation - How to divide a list for testing purposes
Mailing Costs - Determining the cost of a campaign
List History - Digging into list performance to see which list works best and when
Lifetime Value - Taking Lifetime Value into account when determining the success of a campaign
Individual Mailing Totals - Keeping a record of the history of campaigns

Chapter 5: Sales Piece Format and Design
Formats and Design - Options for designing sales pieces
How a Simple Design and Copy Change Can Have a SIGNIFICANT Impact on Your Direct Mail Campaign
Printing Your Mail Package - Options for printing and production

Chapter 6: Technical Details That Help You Create Better Mailings – And Save You Money Too!
Cleaning Up Your Mailing List: How Merge Purge and Data Hygiene Can Save You Thousands
Working with the Postal Service
Huge Postage Discounts That Can Save You Thousands!
First Class Versus Bulk Mail: Which Class of Mail Should I Use?
Making Sure Your Mail is Delivered

Chapter 7: Putting It All Together – The Details of Scheduling a Direct Mail Campaign
SWOT - Analyzing your campaign's Strengths, Weaknesses, Opportunities, and Threats
Steps of a Direct Mail Campaign
How Long Will it Take to Get a Mailing Ready and Into the Mail Stream?
Now You Have All The Facts You Need to Start Planning a Direct Mail Campaign

Chapter 8: How to Use Direct Mail to Drive Traffic to Your Website
Top Online Companies Use Direct Mail
Using Direct Mail to Build Your Email List
The PURL Postcard
How Catalog Companies Use Direct Mail to Generate Online Sales.

Chapter 9: Creating Promotional and Backend Products That Build Your Business
Creating White Papers
Designing a Sales Funnel
Putting Together a Course
Coaching Programs